The indirect sales model was never intended to ensure or provide partner profitability. The profit of partner activities was and remains a product of what they provide to customers in value-added goods and services. Some technology vendors are making that principle the cornerstone of their channel profit model. By giving partners the breathing room, tools, and enablement to deliver more managed and professional services independently of their vendors, the more likely they can generate higher profits without consideration to the vendor’s products and margins. NetApp, which is rolling out a new go-to-market channel strategy, is among the vendors that are looking to make partners more profitable by giving partners the models, resources, and support that will make them profit independent. Chris Lamborn, head of worldwide partner go-to-market and programs at NetApp, joins Pod2112 to explain the strategy and potential benefits of partner profitability independence.